Integrating digital and traditional channels Converged Media • Paid Media: Bought media including offline media • Owned Media: Media channels the brand controls • Earned Media: Media Channels beyond the control of the company 34

An interpretation of the differences between the old and digital media

(a) traditional media, (b) new media Summary of communication models

(a) traditional media (same message); (b) new media (unique messages and more information exchange between customers) Summary of degree of individualisation

Channels requiring integration as part of integrated e-marketing strategy

"Customers' behavioural manifestation toward a brand or firm, beyond purchase , resulting from motivational drivers such as word-of-mouth activity, recommendations, helping other customers, blogging and writing reviews". Van Doorn et al. (2010) Customer Engagement has emerged as a priority by academics and practitioners alike… Engagement and Sharing are the keys!

Web 2.0 technologies identified as an enabler of customer engagement "Engaged customers are likely to recommend products to others, e.g., by word-of-mouth, blogs, social networking, comments on websites, etc., and even add value by providing user-generated content". "Customer engagement expands the traditional role played by customers and includes them in the value-adding process by helping sellers understand customer needs, participating in the product development process, providing feedback on strategies and products, and becoming advocates for the product". Sashi (2011)

Building a cross-channel marketing organization requires three processes: 1. Creating a cross-channel marketing strategy. Create an overarching marketing strategy that aligns with your company's strategic objectives. 2. Integrating cross-channel activity. Create a single point of integration for all your online channels. 3. Measuring a common cross-channel metric. Use of a common metric allows comparison among all channels and campaigns. Source: http:// annel-marketing#ixzz1lGta1Fmw